Ashanti has released a monochromatic music video for her new song "Let’s Go" but will only unveil the completed, colorful and "fully hydrated" version of the clip if there’s enough of a social media outcry to see more.
The Grammy-winning singer teamed up with First Lady Michelle Obama’s Partnership for a Healthier America’s (PHA) "Drink Up" initiative, encouraging fans and social media users to drink more water every day. DrinkUpAshanti.com released the gray-scale video on Thursday; Ashanti appeared on Dr. Oz to let fans know that in order to see the final product, they must post the hashtag #DrinkUpAshanti on Twitter and Instagram.
As the hashtag is posted more and more throughout the day, subsequent versions of the video with better sound and picture will be uploaded to the site. By mousing over the video, viewers can see the Twitter and Instagram handles of the people doing the posting. (They will not be able to see are the posts themselves — a failsafe to avoid profanity, anti-Ashanti sentiment or offensive comments from hijacking the experience.)
Once the #DrinkUpAshanti hashtag has been posted 100,000 times, the final version of "Let’s Go" will become available online. On Friday, Ashanti will engage in a satellite media tour to further promote her partnership with the brand
"This collaboration with Ashanti is a whole new way for a brand and an artist to work together, and we are looking forward to seeing how quickly Ashanti’s fans can make her newest single drop," Drew Nannis, PHA’s chief marketing officer, said in a statement.
The #DrinkUPAshanti digital strategy was a collaborative work of Y&R and VML New York with PHA. Ashanti worked with PHA in 2014, contributing the song "Just Believe" for the organization’s "Songs for a Healthier America" album.